Camera companies don’t love you—they love your money. This post breaks down the marketing tactics, hype cycles, and “illusion of choice” that keep photographers endlessly upgrading. Learn how to spot the manipulation, resist FOMO, and invest in skills over gear so your next purchase is driven by real need, not corporate strategy.

In this video, I go over the emotional heartstrings camera companies tug at to build the parasocial relationship with customers that we’re all to familiar with in this day and age.

Don’t fall for it, it’s a trap.